New Ballet School: Tapping in to the power of memories

“My first ballet teacher made me think I could fly.”

Before they encountered Creating Connection, the New Ballet School in San Jose focused most of their marketing campaigns on the benefits of classical dance, their highly trained and qualified faculty, and their role in supporting aspiring professional dancers.

But they were facing declining enrollment in their classes, and knew they needed to find another angle – one that shared the importance connecting with peers, expressing creativity through dance, and making memories.

So they used the Creating Connection concepts to inform an A/B Facebook Ad test – pairing their traditional marketing approach with one that highlighted student voices sharing memories of their first ballet teacher and messages about growth and well-being.

Learn more from Laura Burton, manager of operations of The New Ballet School, about the results of their video test and their experience using the Creating Connection framework for their arts marketing efforts.

Time to dip your toe

Applying the Creating Connection framework is easy! You can download tools to get started telling stories that help people grow, give our communities a voice, and contribute to people's happiness and well-being.

The New Ballet School’s video test, as well as this case study, were made possible by the David & Lucile Packard Foundation, the City of San Jose Office of Cultural Affairs, and the #408Creates program. Leadership support was provided by Metropolitan Group and Arts Midwest.

Special thanks to New Ballet School. Video by Gleidson Martins of News Up Now. Banner image by photographer James Tensuan.